Love is in the air: Russian carrier offers passengers in-flight matchmaker service

Ever wish you could choose your seatmate during a long flight? Russia's UTair Airlines will allow its passengers to pick who they sit beside.

The company will tool up its mobile application with a new option so that UTair clientele can see the gender of co-passengers on the seat selection page. The step will reportedly help travelers find love in the air.

“Aviation is not only about planes and airports, it's also about romance. UTair wants to remind the travelers of that,” said the company’s marketing Vice-President Alina Shcherbinina.

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According to the marketing boss, passengers have started to ask the company’s help desk to find fellow passengers more and more often. Shcherbinina said that both men and women feel shy when it comes to meeting someone sitting next to them.

“So, the company allows customers to choose a seat beforehand and find themselves next to someone who has been waiting for that right person,” she added.

Utair is Russia’s third-largest airline by passenger traffic volume. The company has flown around 1.13 million people this year through January.